How to Generate Leads Using Social Media

What exactly are social media leads?

Put simply, a lead is a passive follower and potential customer who has engaged with your brand’s content. This lead then has the capacity to become an active and engaged consumer of your content.

Engagement can be more important to your brand than revenue as it generally precedes sales. Therefore the more social media content available to your audience, the greater opportunity for your brand to capitalise on leads.

According to Post Planner’s ‘How to Generate Leads with Social Media’ infographic, 23% of internet users spend all their time on social networks and blogs.

By using social media to generate leads and increase site traffic, you have a greater chance of catching the attention of social users, which will result in increased revenue and engagement for your brand.

There are a number of tactics for generating leads on social media, ranging from social channels and activity to the value of the types of posts created (1, 2).

To generate social leads, first you have to effectively utilise any and all social channels. Keep all channels active and generating regular content to capitalise on leads from a broad range of channels. This content may include polls, surveys, streamed videos and contests.

It is also important to cross-post material and cross-promote social channels. This opens up more opportunities for visitors to engage with the brand’s content through multiple channels, meaning higher visibility for your brand.

Cross-posting text-based material such as special offers and exclusive access to gated content can generate higher engagement across multiple social media channels.

Active engagement between a brand and its social followers is proven to be a particularly effective way of generating leads. Reaching out to your audience will promote better understanding from potential customer and give more incentive to purchase from your brand.

By increasing interaction you also gain more visibility and promote a strong customer-brand relationship that will help bring in future customers.

Next comes target market research, page insights and analytics and the importance of search engine optimisation (SEO). By curating content that appeals to your target audience there is a much higher chance you will generate the engagement required to bring consumers from leads to customers.

An important step in generating social leads is by using keywords and navigating web analytics. This goes hand-in-hand with search engine optimisation to make sure your content is visible and being received by your audience.

By using page insights and analytics you can both measure the effectiveness of past and future posts and adapt accordingly. After all, you can’t manage what you can’t measure.

When it comes to social media marketing, it is important to translate goals into objectives prior to creating your lead strategy. That is, if your goal is for visitors to come to your site, your primary objective should be to raise awareness.

Objectives should be measurable and meaningful to your brand.

Finally, remember the importance of audience interaction and engagement. Convert passive followers to an active audience, and remember that it’s not necessarily about having the most followers if you aren’t generating any impressions – generate influence by maintaining a following of the right people and audience engagement will follow.

If you require help with your social media, get in touch with us.

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